Who’d have thought that the technology race would come down to a bunch of different screen sizes? It used to be about speed and interface and functionality. Now, we spend all of our time thinking about screen sizes connected to the Cloud. iPhone? Small screen. iPad? Big screen. Kindle Fire? iPad mini? Samsung Galaxy? Even the yet-to-arrive Apple TV. Really big screen. Which is two say two things.
First, small differences can matter. Not to say that screen size is a trivial difference. But that it’s an easy point of distinction. You can say your differentiator is your apps or your ecosystem or whatever else. All true. But phablets are a hit, Samsung has one, and Apple doesn’t. For those unfamiliar, phablets are the phones right in between a small tablet and a smartphone. And they’re making a killing.
If you want a strategic advantage over the next guy, it goes to show you don’t always have to reinvent the wheel. Sometimes, it’s just being daring enough to offer something a little different. The world is full of untapped needs. Look at everything the industry offers. Look at everything people need. Find the discrepancy.
Second, the magic matters. The beauty of the old Apple wasn’t that it wasn’t about screen sizes. It was that you’d never know it was about screen sizes even if it were. Of course, back in the day, oh, say, two years ago, things were different. But what really mattered was that they knew how to spin the magic. Features that surprised, products that delighted, and an ability to stay one step ahead of the industry kept us all mesmerized.
Apple products were the epitome of fun and cool. And when you’re excited and you believe in something, you stop looking at spec sheets. You just want it. You are paying for the creativity. And isn’t that what we all want to sell? Apple still makes great products. But the magic is wearing thin, and we’re seeing what’s behind the curtain. So are all of their competitors.
It’s a common thought that no one has the attention span for anything or the dedication for something. But now more than ever, we are a culture obsessed with obsessions. People will give the time to the the things they love. But they’ll dump yesterday faster than you can say 50% off.
Look at Soul Cycle, as described by Alex Morris in New York Magazine. What could possibly possess people to spend $32 for a spin session and cry when they can’t get in? Obsessive attention to the details, a clever sales format, and a resonant experience. And that’s something every business owner can create.
You don’t always need to do something earth-shattering to create the magic. But you do have to create the magic if you want an edge up. Staying on the radar isn’t enough, but if you connect, surprise, and delight, you’ll get the attention you deserve.
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